“9·24”一周年！投资者需求升级，券商财富管理如何应对？

Core Viewpoint - The wealth management business of brokerages has undergone significant changes over the past year, driven by a shift in investor behavior towards more rational asset allocation and the increasing popularity of ETFs as investment tools [1][2]. Group 1: Changes in Investor Behavior - Investors have shown a marked increase in enthusiasm for equity asset allocation, transitioning from a "chasing gains" mentality to a more structured "asset allocation" approach [2]. - The proportion of new investors under 30 years old has increased by 10 percentage points compared to the previous year, with over 25% of new investors participating in ETF trading, which is 10 percentage points higher than older investors [3]. - New investors are more focused on financial planning, with a higher allocation to fixed-income products compared to older clients, indicating a preference for stability and diversification in asset structure [3]. Group 2: Evolving Service Models - The growth in investor numbers has posed challenges for brokerages in terms of meeting diverse and sophisticated service demands, necessitating a shift towards more intelligent, personalized, and scenario-based services [4]. - Social media has raised client expectations for service, leading to a demand for both convenient online services and deeper offline trust relationships [5]. - Brokerages are transitioning from merely providing product sales to offering comprehensive advisory services that include asset selection and long-term client engagement [5][6]. Group 3: New Growth Opportunities - Brokerages are exploring new profit growth points by focusing on client service and engagement, moving away from reliance on commission income [6][7]. - Future growth areas are identified as including the scaling of buy-side advisory models, refined client segmentation, comprehensive services for corporate finance and family trusts, ecological layouts for retirement finance, and cross-border wealth services [7].